81% of Candidates Are More Likely to Apply When a Job Posting Mentions Core Values

Your job posting might include all the basics – like the job description, requirements, salary range, and EOE statement – but you may be missing a critical piece of information today’s candidates want to see before applying.

In an iHire survey of 933 U.S. candidates conducted in April and May 2026, 81% of respondents said they were more likely to apply for a job if a company mentions its core values in the posting (Figure 1).

While it's long been a best practice to include company culture details in your job ads (candidates want to be able to picture themselves working for you), specifically calling out your core values in a posting is a proven way to entice qualified applicants. But before we dive into more survey results, let’s clarify what we mean by “core values.”

What Are Core Values of a Company?

Company core values are the fundamental beliefs and guiding principles that shape how a business operates, makes decisions, and treats employees, customers, and partners. They define the company’s culture and priorities, helping ensure everyone is aligned around a shared mission and expectations. Strong core values also influence hiring, leadership, and long-term business strategy.

Examples of Company Core Values

For examples of company core values, look no further than iHire – we have eight: Growth-Focused, Transparent, Collaborative, Accountable, Innovative, Committed, Optimistic, and Inclusive. For instance, in job interviews, we often ask candidates to choose which core value resonates with them the most and give an example of a time they exhibited the value on the job.

If you’re wondering how many core values a company should have, there’s no right or wrong answer. Amazon has four principles (“Customer Obsession Rather Than Competitor Focus,” “Passion for Invention,” “Commitment to Operational Excellence,” and “Long-Term Thinking”), while Zappos has 10 (including “Deliver WOW Through Service,” “Embrace and Drive Change,” and “Create Fun and a Little Weirdness.”)

Why Should You Mention Core Values in Job Postings?

The fact that an overwhelming majority of candidates said that including core values in a job posting increases their likelihood of applying reflects people’s desire to work for a company whose standards and beliefs match their own. But drawing in more candidates isn’t the sole reason to mention your values. Consider the following benefits:

• Attract the Right Candidates: Sharing your core values in job postings helps potential candidates understand your culture, priorities, and expectations about workplace behavior, decision-making, and overall ethos. This ensures that applicants who align with these values are more likely to apply, leading to a better cultural fit/add.

• Improve Retention: Employees who resonate with a company’s core values are more likely to feel connected to the organization, leading to higher job satisfaction and retention rates. In fact, another iHire survey found that 45.2% of workers are more likely to stay with a company if they share the same values.

• Build Your Employer Brand: Highlighting core values reinforces your unique identity and reputation as an organization that stands for something meaningful. This can make your company more appealing to top talent and differentiate you from your competitors.

Core Values in Action (and Inaction)

While core values can steer a company in the right direction and lead to positive impacts, not every organization necessarily abides by them, unfortunately. In our survey, we also asked respondents: Have you ever worked for a company that had a set of core values, but didn’t live by them/actively demonstrate them in the workplace?

The responses were alarming, as 45% said “yes,” compared to 32% who said “no.” Another 23% were either unsure or preferred not to answer (Figure 2).

When leaders don’t abide by the core values they set forth, employee trust and morale can quickly diminish. For example, if you tell your team that communication and respect are priorities but fail to keep them in the loop about important company changes, your associates will notice.

Over time, this hypocrisy leads to a toxic workplace that drives turnover and makes recruiting tougher – current and potential employees want to work for organizations that practice what they preach, and they will quickly look elsewhere if they feel misled.

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What Core Values Candidates Look For in an Employer

The last question in our survey was open-ended: What core values do you look for in a potential employer? Why?

The following five values were mentioned most frequently across all responses:

1. Integrity

2. Respect

3. Teamwork

4. Growth

5. Honesty

To give you even more insights into what matters most to candidates when it comes to core values, here is a sampling of additional responses:

• “I look for a company that values integrity, teamwork, and continuous learning. For me, integrity matters because I want to work in a place where people are honest and can trust each other. I also enjoy working on a team since it helps me learn from others and grow together. Besides that, I like environments that encourage continuous learning so I can keep improving my skills.”

• “A company that values transparency shares the ‘why’ behind decisions, not just the ‘what.’ This builds trust and ensures everyone is pulling in the same direction.”

• “Accountability and foster a culture of growth. I want people to learn from their mistakes and to grow within."

• “Employee-first approach, because when a company values and cares for its employees, that makes employees go above and beyond their duties.”

• “Respect for employees. That shows in how management listens, how feedback is handled, and whether people are treated as professionals rather than just workers. When employees feel respected, they tend to perform better and stay longer.”

• “Leadership and honesty… having core values makes it easier for the staff to buy into their work because leading by example is the best course of action.”

• “When I think about a potential employer, I look for values that don’t just sound good on paper but actually show up in how people are treated and how decisions are made.”

• “Empathy – the ability to understand and consider the view of others.”

• “Integrity is non-negotiable. I want to work somewhere that does the right thing even when it’s difficult – whether that’s being honest with clients, supporting staff appropriately, or making ethical decisions under pressure.”

• “Commitment to professional growth and support… Work can be demanding, so having access to training, mentorship, and leadership that invests in staff development makes a huge difference, not just for career advancement, but for maintaining quality service.”

Getting Started: How to Identify Your Core Values

As our survey proved, core values are critical to how your company operates and impact your ability to attract and retain top talent. If you don’t have a set of core values – or perhaps you’d like to refresh your existing list – check out our free worksheet, “How to Identify Core Values for Your Organization.”

For even more advice on identifying core values, putting them into action, and positively impacting your company culture, browse iHire’s Employer Resource Center.

Survey Methodology

iHire polled active job seeker users on its platform from 57 industries across the U.S. in April and May 2026. 933 people responded to the survey. Percentages are rounded to the nearest whole number.